- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Real-time Responses Via Social Media
Posted on February 8th 2013
After reading an article about some of the difficulties of communicating with an always connected customer base, it got me thinking about some of the benefits of communicating with the always connected customer, in particular real-time outreach.
Social media delivers unprecedented customer relationship management opportunities and unlike a support forum, email or ticket system, it allows you to deal with customer service issues in real-time, as they arise. It makes sense then to ensure you are keeping a watchful eye on your Facebook wall, Twitter feed, etc.
A customer may post on Facebook or Twitter with a comment, question or even a complaint. A company who can respond quickly with a helpful comment or provide relevant, timely information elevates themselves head and shoulders above the competition.
However, according to emarketer.com, an average of just 49% of companies (B2C and B2B) track and respond to social media brand mentions.
You wouldn’t ignore customer service phone calls, pre-sales calls, complaint letters, forum posts or support tickets, so why ignore customers when they communicate for the same reasons with you via social media?
The real benefit in monitoring and responding comes from the fact that not only does the individual perceive you as being responsive and helpful, so do all the other followers/fans/subscribers who have been exposed to the exchange.
BENEFITS OF REAL-TIME SOCIAL MEDIA RESPONSE
- Perceived as helpful, aiding positive brand perception
- Demonstrates high levels of customer service which drives trust in your brand
- Customers are always connected, and expect your business to be always connected too
- Ability to deal with any potential problems quickly and effectively as they arise
- Real-time responses to pre-sale queries can positively influence sales as a direct result
Investing resources into responding real-time to individual customers can seem daunting. Some businesses may feel that giving individuals this sort of attention, outside of their usual tried and tested customer service channels can’t possibly be cost effective.
Responding to individuals via social media may feel like it is a one-to-one activity, but remember, the way you deal with individuals is highly public and will be witnessed by many, so you benefit from far greater reach. Demonstrating excellent individual customer service via social media, is one of the smartest things a company can do.